In 2023, Ethiopia's beauty and personal care industry faces significant challenges due to economic constraints and socio-political unrest. High inflation at 29% as of October 2023 has severely impacted the affordability and availability of these products.
In 2023, beauty and personal care in Ethiopia has been facing significant challenges, primarily driven by economic constraints and socio-political unrest. With the Ethiopian economy grappling with a high inflation rate of 29% as of October 2023, the affordability and availability of beauty and personal care products have been heavily impacted.
Ethiopia is one of the most heavily populated countries in Africa and there were 123 million people living in the country in 2022. The country’s population continues to grow at a rate of up to 3% per annum, with this strong growth due mainly to the high birth rate of 31.
The attitudes of Ethiopians to personal hygiene and personal grooming tend to be shaped by income level, gender and whether they live in urban or rural areas. Indeed, packaged beauty and personal care products are mainly used by lower-middle to high-income consumers in urban areas as it is these groups which are more likely to be exposed to international products via mass-media advertising and social media platforms such as Facebook.
Ethiopia's logistics sector faces severe underdevelopment, with poor road infrastructure, inefficient border clearance processes, and a shortage of freight vehicles. The removal of fuel subsidies in 2022 has significantly increased transportation costs, impacting the prices of beauty and personal care products for end-users.
Over the forecast period, several macro factors are poised to encourage the growth of beauty and personal care products in Ethiopia. These factors include a rising population, rapid urbanisation, increasing female workforce participation, and expanding internet access.
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Beauty and Personal Care
This is the aggregation of baby and child-specific products, bath & shower, deodorants, hair care, colour cosmetics, men's grooming, oral hygiene, fragrances, skin care, depilatories and sun care. Black market sales and travel retail are excluded.
See All of Our DefinitionsThis report originates from Passport, our Beauty and Personal Care research and analysis database.
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